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Ontario County Four Seasons Local Development Corporation, d.b.a. A Finger Lakes Visitors Connection
Private, not-for-profit, 501c3 and Local Development Corporation
Private
Not County Government
Not for Profit
Tax Exempt Status if purposes of spending match purposes of tax exempt status
501c3
No members vs. a 501c6 like a chamber
Local Development Corporation
Subject to LDC laws, Reporting through the Public Authority Accountability Act
A Contractor with Ontario County
To perform services of Tourism Promotion
Expertise in marketing and maintain stability in tourism promotion for Ontario County
Serve as the Official Tourism Promotion Agency to access New York State Funding programs, matching funds in particular.
To participate in economic development with Ontario County
Tax Revenue Enhancement (Sales and Occupancy)
Jobs and Payroll Growth
Revenue – The Basics
Ontario County via a contract 2018 Amount $1,010,000
NYS Matching Funds 2018 Amount $66,000
Cooperative Programming (program service fees) Partner Programming – Marketing Programs
A la carte buy-in - Tablet Maps
In-Kind Donated Services and merchandise
Other Occasional additional grant or opportunity. Examples include cooperation with the
Canandaigua Wine Trail or the REDC grant
2018 Amount Anticipated $0
Expenses – The Basics
Program Services (See Ontario County Contract) Salaries, Taxes and Benefits 9 Categories of Marketing: (from Advertising to Public Relations to Research) Professional Development, Dues and Subscriptions and Professional Services
Reserves and Long Range Planning Emergency Operating Reserves Technology, Building, Other
Administrative and General Professional Services and Office Operational Costs Salaries, Taxes and Benefits
The only budget in Ontario County that is performance based
The more occupancy tax we can generate, the more sales tax is also generated, therefore, more investment creating more people, spending more money
Resolution (Legislation) on exactly what is to be received (based on one year prior occupancy tax collection minus the administrative fee)
Legislated Budget
Budget – 1st Draft
Ontario County
Deliverables
Strategic Plan
Action Items
Cooperative Partnerships
Past successful practices
Trends
The Dollars and Cents of PartnershipsPartner Organization SubPartners $ Integrated Digital Public Relations Niche & New Markets Travel/Trade Ad./Publications
Unique Expertise (Govt. relations) Research/Data
New York State (I Love NY) (65,000)$ Haunted History Trail 5,000$ x x x x xNY Wine and Grape Foundation $4,500 x x xFinn and Partners -$ xNYS Econ. Development -$ x x x
Finger Lakes Regional Tourism Council 35,000$ (FLRTC) Brand USA -$
Simpleview -$ x xJLL and Young Strategies -$ x xQuinn and Co. -$ x xNiche Market Coops within 14 counties, example, hiking/biking 20,000$ x x x x x x
New York State Tourism Industry Assoc. (NYSTIA) Advertising Cooperative Offers 10,000$ x
Travel/Trade Shows Program 3,000$ xOccupancy Tax and State Issues 500$ x x
Ontario County
Ontario County (1,000,000)$ Office of Economic Development 5,000$ x xDepartment of Planning and Zoning -$ x x x xCornell Cooperative Extension xGenesee Regional Planning -$ x x x
One-Offs ALON Marketing 8,000$ x xDestinations of NY 4,500$ x xFLTA 500$ x xArcher Communications 40,000$ x xFinger Lakes Land Trust 5,000$ x xNY Bike Coalition $1,000 x
PRIORITY FOCUS AREAS 3 5 4 10 6 4 9 8
Trends – Market Tests and Adventurism
NYS Cooperative Fund
Opportunity Fund
Visitor Services
Local cooperatives
Local Cooperatives & Partnerships
Annual partner program buy-in See www.visitfingerlakes.com/partners
DTN = website advertising
Ex: Chamber Music Festival
A la carte Ex: Maps
Top Deliverables?
People – Marketing, Writers, Visitor Services, PR, researchers
Website and Digital Marketing – the Megaphone
Public Relations and Social Media
FLRTC Media Program Consumer e-news and programs
Publications (Including Photo and Digital Assets) Visitor Guides, Maps, Niche pieces (like Wedding)
Cooperative Programs
Vendor/Partner Selection
FLVC Procurement Policy
Request for Proposal or Partnership
DMAI Accreditation and Best Practices for Destination Marketing Organization
Ex: Simpleview
Brand partner loyalty